Metaverse and digital marketing

The metaverse is rapidly emerging as a core component of digital marketing - as can be seen with Starbucks which recently sold 2,000 of its latest NFT collection, the Starbucks Siren Collection. This global coffee firm is developing its Web3 strategy as a way to encourage greater sales from its existing customers and build a closer, more interactive relationship with the 30million people in its loyalty program. The metaverse offers interesting alternatives to assist in digital marketing initiatives in a much more immersive and engaging way as opposed to just stamping a card every time a customer buys a coffee.

As we are all learning, the metaverse is an interconnected on-line space of virtual worlds, offering a more immersive experience for users and it is being increasingly used by companies as a place to conduct market research. However, the more pressing issue which exists is, is whether or not the metaverse represents a revolution or an evolution for consumers and companies alike. …